Prior To Beginning To Work On This Discussion, Read Chapter

Prior To Beginning To Work On This Discussion Read Chapter 1 Introdu

Prior to beginning to work on this discussion, read Chapter 1: Introduction to Global Marketing. Make sure that you have a good grasp of the following key terms and theories: global marketing, marketing mix, competitive advantage, product/market expansion framework, driving forces affecting global marketing, and restraining forces affecting global marketing.

There is a saying in the business world that “nothing fails like success.” Take Gap, for example. How can a fashion retailer that was once the source for wardrobe staples such as chinos and white T-shirts suddenly lose its marketing edge? Motorola also fell victim to its own success. The company’s Razr cell phone was a huge hit, but Motorola struggled to leverage that success. Google acquired Motorola Mobility but then sold it to Lenovo in 2014. Also, Starbucks' former CEO Howard Schultz warned that his company and brand risked becoming commoditized. And, as noted in Case 1-3 of the textbook, some industry observers say that Apple “lost its cool” (Green & Keegan, 2020, p. 29).

For your initial post, pick from one of the six companies named above. From a global marketing standpoint, use all the six terms or theories listed above to explain your analysis of their global marketing failure or decline. Throughout your initial post, bold and underline each of the six terms or theories you use to make them easy to identify. Assume you were consulted as the global marketing expert to make recommendations to management of that company. Analyze your top two recommendations.

Your initial discussion post should be 250 words. Do not forget to cite your textbook and any other sources used to support your ideas. You may refer to the University of Arizona Global Campus Writing Center’s APA Style resource for assistance. PLEASE MAKE SURE THE TEXTBOOK IS CITED AND ANY OTHER SOURCES USED TO SUPPORT IDEAS!!!!

Paper For Above instruction

Among the companies listed, Apple provides a compelling case for analyzing global marketing failure or decline through the lens of key theories and concepts such as marketing mix, competitive advantage, product/market expansion framework, driving forces affecting global marketing, and restraining forces affecting global marketing. While Apple initially achieved remarkable competitive advantage through innovative products, in recent years, it faced challenges that undermined its global marketing effectiveness.

The marketing mix—product, price, place, and promotion—began to falter as competitors like Samsung gained market share through diverse product offerings and aggressive marketing strategies, impacting Apple's competitive advantage. The product/market expansion framework shows that Apple expanded into numerous markets, yet its brand coolness and premium perception restrained forces affecting global marketing—such as market saturation and consumer price sensitivity—that contributed to slower growth and declining brand appeal.

The driving forces affecting global marketing for Apple include rapid technological changes and fierce global competition, which pressured the company to innovate constantly. However, restraining forces such as market saturation in mature economies and changing consumer preferences hampered growth. The company's inability to adapt its marketing mix effectively across diverse cultural contexts limited its global reach.

As a global marketing expert, two primary recommendations would be: first, to diversify its product/market expansion framework by innovating more accessible, culturally tailored products to sustain global relevance, and second, to strengthen its competitive advantage by incorporating more localized marketing strategies rooted in consumer insights, thus overcoming restraining forces and enhancing global brand equity. These strategies could revitalize Apple's global marketing effectiveness and sustain its market leadership.

References

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